Beyond the Medals: How People Power and Viral Moments Shaped the Paris 2024 Olympics

As the Paris 2024 Olympics moved into its second week, the games continued to captivate global audiences, with search trends reflecting the evolving interests and stories that emerged. Week two introduced new (and unexpected) heroes, viral moments, and shifts in sporting interest. Let’s unpack these valuable insights, and take a look at how advertisers can best capitalize on the Olympics’ cultural impact.

The Olympics Continued to Gain Momentum

The second week of the Olympics saw a 19% increase in search interest across the US and 14% across the UK compared to the first week, as fans turned to search to explore stories, learn more about their favorite athletes, and stay connected with cultural moments. 

Certain sporting events began to gain significant traction across the US:

• Boxing made a significant leap, rising 22 spots to become the second most-searched Olympic event, with searches increasing 3.6x driven by results from fights and trending news with the sport.
• Golf climbed 21 spots in week two to ninth among the top-searched events, seeing a 27% increase in search interest, bolstered by Scottie Scheffler’s gold medal win.
• Heptathlon also gained momentum, jumping 18 spots and experiencing a 2.7x increase in searches as interest in this challenging competition grew.

The Real Winners of the Olympics, Based on Search

Beyond the remarkable athletic achievements, it’s not just the medal winners who have captured the public’s attention—cultural moments infused with humor and human connection have driven significant spikes in search activity. 

Let’s dive into the real winners of the Olympics based on search:

• August 1: Gabriel Medina’s perfect 10 pose saw searches surge by 16x (UK).
• August 2: Kim Yeji, the Republic of Korea’s ‘coolest’ sharpshooter saw searches increase by 20x (UK) and ‘First Dates Fred’s’ Daughter, Andrea Spendolini-Sirieix, saw searches jump by 27x (UK). 
• August 3: Yusuf Dikec, the Turkish pistol shooter saw searches rise by a whopping 4,191x in the US and 22x across the UK, with audiences captivated by his minimalistic approach to the sport.
• August 4: Mauro Nespoli, the Eminem look-alike saw searches grow by 11x (UK).
• August 5: Armand Duplantis, The Pole Vault King, saw a 20x search increase (UK). 
• August 6: Anthony Ammirati: The Pole Vault… ‘Package’ saw searches soar by 29x (UK).
• August 7: Thomas Ceccon, the two-time medal winner turned ‘park sleeper’ saw searches jump by 53x (UK). In addition, Rebeca Andrade, the iconic podium queen, and the first woman to beat Simone Biles in an international floor competition, saw searches climb by 41x (UK).

The difference in search uplift between multi-record-breaking pole vaulter Armand Duplantis (20x) and his peer Anthony Ammirati, whose ‘package’ dislodged the beam (29x), reflects that the audience is in it for more than just the medals. They connect with the human moments of the games just as much as the sporting achievements. The rapid shifts in viral peaks throughout the games highlight that brands looking to tap into the cultural conversation need to be ready and engaged in real-time to maintain relevance.

The Other Unexpected Stars of the Games

Some of the most surprising and engaging moments of the games come from unexpected sources. 

Take Norwegian swimmer Henrik Christiansen, who became known as the “Olympic muffin man” after sharing his love for the Olympic Village’s chocolate muffins on social media. This quirky moment led to a 4.2x increase in searches for Henrik and a 3.6x rise in searches for chocolate muffins across the US.

Meanwhile, in a blend of cheese and gymnastics, Italian gymnast Giorgia Villa became a viral sensation after photos of her posing with a block of Parmigiano Reggiano cheese, sponsored by the Italian company, became a big hit online. Before the games, searches for Giorgia were minimal, but since then, they’ve skyrocketed 79x in the US. For her sponsor, searches for the cheese brand have also seen a 1.8x increase compared to pre-Olympic levels.

These examples of the intersection between food and sport highlight how unexpected narratives can drive significant engagement during major events like the Olympics.

The Growing Impact of Female Athletes 

The Paris 2024 Olympics have made history by achieving 50:50 gender parity, ensuring equal representation of male and female athletes—and this milestone is clearly reflected in search trends.

In the UK, the games have marked a significant shift in public interest towards female athletes. Before the games, female athletes accounted for just 9% of search interest, but this figure has surged to 42% during the competition. This increase reflects not only the greater visibility and success of female athletes at these games, but also a broader cultural shift towards greater gender equality in sports.

Stars like Simone Biles have played a pivotal role in this trend. Biles’ gold-medal-winning performances have driven a 2.2x increase in overall search interest for female athletes, underscoring her influence and the growing public appetite for women’s sports. This surge in interest is also reflected in the staggering 2,693% increase in searches for gymnastics, driven by Biles as well as other international stars like Sunisa Lee and Rebeca Andrade. Julien Alfred, the queen of speed from Saint Lucia saw searches up 2,108x after winning gold in the 100 metres and becoming the first medalist in the country’s history.

The data tells a powerful story: female athletes are not just matching their male counterparts in terms of performance; they are also commanding significant attention online. This shift in public interest signals a major opportunity for brands to align themselves with the growing movement towards gender equality in sports.

Actionable Insights for Advertisers

• Adopt Real-Time Marketing Strategies: with Olympic search trends changing rapidly, advertisers must stay agile. Utilize search data to monitor real-time shifts in interest and adjust your campaigns accordingly. Being quick to respond to viral moments or emerging trends can significantly boost your campaign’s relevance and impact.
• Leverage the Power of Storytelling: the Olympics are as much about stories as they are about sports. Craft campaigns that go beyond the podium to explore the journeys, challenges, and personalities of the athletes.
• Tailor Your Campaigns to Regional Trends: the differences between US and UK search data highlight the importance of localization and personalisation. In the US, capitalize on the broadening interest in diverse sports and viral food-related moments. In the UK, focus on the surge in interest around female athletes and the human stories behind the competition. Tailored messaging will resonate more deeply with each audience.

By understanding and acting on these insights, advertisers can not only align their campaigns with current trends but also create more meaningful connections with their audiences during the Paris 2024 Olympics. The key is to stay informed, agile, and focused on the stories that matter most to your audience.

To understand how cultural moments are shaping consumer behavior around your brand, get in touch.

*Data sourced from Captify’s US network from 07/01/24 to 08/06/24

*Data sourced from Captify’s UK network from 07/01/24 to 08/07/24